Beware Cheap Imitations Photobooth
To tease the cloning conspiracy in Netflix’s They Cloned Tyrone, we developed our own twisted experiment, digitally replicating AI-generated mosaics of people’s faces - all optimised for their Instagram & TikTok feeds!
Our approach
Enhanced by slick monochrome and editorial art direction, fan's selfies were duplicated hundred of times through segmention AI, creating minimalistic #TheyClonedMe motion shareables.
To expand the reach of the campaign, we adapted the photobooth as a Spark AR companion filter to encourage fans to record their own motion movie posters and share it out with the campaign hashtag.
The results
Launched alongside the movie’s limited theatrical release, the photobooth was shared by Netflix to its millions of followers on Instagram through a set of comical social promos scripted & edited in-house. Capturing the natural charm of the movie’s lead John Boyega, we created a motion poster animation where he playfully interacted with hundreds of his own clones.
Across LA, interactive barricades were installed with scannable QR codes hidden behind peelable cast stickers. Picking up Clio Entertainment awards for both the character key art and wider OOH campaign, enthusiastic fans cloned themselves and took to socials with the hashtag #theyclonedme to amplify awareness of this cult hit before the official drop on Netflix.
